NAPA Filters

Leveraging a brand anniversary and sweepstakes to drive in-store traffic and customer conversions

NAPA Filters is the leading brand of air and oil filters among today’s do-it-yourself automotive enthusiasts. Powell & Partners, the brand’s agency of record, approached South to design a digital omnichannel experience to engage with customers and generate leads during the brand’s 50-year anniversary celebration.

The Challenge

Within the U.S. automotive industry, a number of volatile changes are occurring affecting the competitive balance of traditional leading brands. Consumer sentiment has shifted away from the perception that domestic aftermarket parts are of higher quality as customer acceptance of quality, less expensive foreign parts increases.

The Solution

South developed a digital marketing and social media campaign targeting automotive do-it-yourselfers to launch NAPA Filter’s 50th anniversary sweepstakes. The campaign was designed to strengthen the relevance of the NAPA KNOW HOW positioning among the target audience, while generating qualified sales leads through engaging social media content and digital ads.

Millennials represent the largest generation of car drivers since the 1960s and a growing sweet spot for the next generation of automotive DIY. Millennials increasingly rely on DIY auto maintenance and repair, and rely heavily upon content marketing as a guide."